dataxu's thoughts on data, analytics and the industry

Why Cookie-less Consumers Are A Good Thing

New technology, consumer sentiment, and industry changes are all affecting the future of the third-party cookie (3PC). While the cookie-based revenue on retargeting and third party data is still strong, the golden age of the 3PC is at its end. This is causing great turmoil for some in the digital advertising industry, but some — like me — see it as a good thing. Before we get to the why I believe this, we need to understand the challenges, implications, and benefits of the cookie-less consumer.